Diversity in Super Bowl Ads Fails to Reflect the Audience

After a year in which DEI became a priority, the Big Game missed a chance to amplify the message

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

After a year of brands prioritizing diversity in their messaging (and staff), the famous faces who starred in ads for Super Bowl 55 didn’t reflect the breadth and depth of its viewing audience.

According to an Adweek analysis, of the 67 public figures—including actors, athletes and musical artists—who appeared in the night’s in-game commercials (defined as ads between kickoff and the final whistle), only 14 were women.

In terms of racial diversity, 42 were white, while 18 were African American, one was Asian American, one was Indian American, and at least five were multiethnic.

Overall, two of the night’s celebrities identified as members of the LGBTQIA+ community, while one was differently abled.

Almost

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in